To assess the marketing activities of the
American Football Team at the University of
Chichester in terms of raising awareness and
participation among students.

Student, A.
(2015)
To assess the marketing activities of the
American Football Team at the University of
Chichester in terms of raising awareness and
participation among students.
UNSPECIFIED thesis, UNSPECIFIED.

Abstract

The basis behind this research was to try and establish whether or not the
American Football Team at the University of Chichester was advertising the
club effectively in order to attract new players that could improve the quality
of the team. The marketing activities of the team was also investigated to look
at improving the status of the club to attract students to come and get
involved by going to matches, helping with fundraising and coming to events
held by the team.
Data was collected by administering a questionnaire online for all the students
at the University of Chichester to get an understanding of their awareness of
the team but to also look at their association with the social media and sports
in general to explore how the American Football Team could market and
advertise the team. Individual interviews were also conducted with members
of the American Football Team to understand the internal operations that
take place and get an understanding of how important marketing is within the
team and how effective their current marketing activities had been in their
recruitment phase.
The results suggested that students at the University were aware of the
American Football Team but findings from both the questionnaires and
interviews indicated that the marketing activities were not the main reason
for the students coming to know about the team and therefore
recommendations have been set out at the end of the research to try and
increase the exposure and reputation of the team through improved
marketing activities.